Relationships are one of the underlying principles and key differentiators of account-based marketing (ABM), where the goal is making meaningful connections and progressing opportunities with the right accounts rather than driving lead volume. As such, ABM programs can’t be held up against the traditional lead funnel, otherwise even the best-performing programs can, on the surface, appear ineffective.
Because ABM emphasizes quality over quantity and touches every stage of the account lifecycle, it requires a new funnel –– one that prioritizes engagement, acceleration and expansion rather than MQLs and SQLs. What does this look like in action?
